Creative Execution

We realized that online football conversations were as popular as prime time entertainment in Vietnam. With the help of a popular youth celebrity and avid football fan Tuan Hung, Heineken invited football fans on their Facebook page to submit their great escape plan as they overcame all these hurdles that prevented them from enjoying a UEFA Champions League game experience. The reward? The winner goes to a secret screening of the UEFA Champions League Finals where they will watch the game with Tuan Hung, his friends and lots of Heineken. Football, the way it should be watched!

• Total Media Impressions – 282 million with over 88% unique reach • The campaign had close to 26 million views • There were a total of 3.5 million interactions • Total PR value was close to $1.5 million • Most importantly “Brand that shares my interest” rose 13% between Feb 2015 and May 2015 • There was 7% increase in “Seen with brand” and “Progressive brand” between the same period • And total volume grew by 11% compared to previous year (YTD May ’14 vs. YTD May ’15) (Source: Client data)

The optimistic beer category and the resultant stiff competition had put beer brands in Vietnam in a peculiar spot. Although they enjoyed high numbers, consumer connection with brands was waning making brands easily susceptible to replacement. The challenge for Heineken was to leverage its excellent brand perception and rekindle a strong brand association in the hearts of the brand’s consumers. We found our insight in the only thing that young Vietnamese men loved as much as beer – football. The UEFA Champions League (globally sponsored by Heineken) would be broadcasted at 2:45 am. This logistical nightmare was compounded with social aspects of Vietnam that prevented a passionate football fan from going out or having friends over at this hour. The true experience of watching football was trivialized. The insight: Football fans were prisoners in their own houses when watching UEFA Champions League Heineken had to do something.